Staying Close to Customers


  • Show them that you think of them. Send or fax helpful newspaper clippings, relevant articles, and greeting and birthday cards. How about sending a card on the anniversary of the day they became your customers?
  • Tell them what’s new. It is a good way to stay in touch and increase sales or get referrals.
  • Offer “valued customer” discounts. These can take the form of coupons, letters, or other sales promotions. This not only garners more orders; it also makes your customers happy to be getting such good deals.
  • Compensate customers for lost time or money if they were caused by problems with your product or service. Use a well thought-out recovery program and stick to it. Better to err on the side of generosity than lose an account out of stinginess!
  • Be personal. Keep notes in your customer files on every little detail you know—everything from spouse and children’s names to hobbies, and especially their behavioral style.
  • Always be honest. Nothing undermines your credibility more severely than dishonesty. Lies have a way of coming back to haunt you.
  • Accept returns unconditionally. The few bucks you might lose in the short run are far less than what you gain from pleasing the customer.
  • Honor your customer’s privacy. If you have been a truly consultative salesperson, you may possess some knowledge that should be kept confidential. Your ethical standards should demand that you keep it that way.
  • Keep your promises. Never, ever promise something that you cannot deliver. This principle applies to little things such as returning phone calls as well as big things like delivery dates. If you must, ‘baby-sit’ deliveries and promised service to see that they are realized. Your reputation is on the line.
  • Give feedback on referrals. This is the right way to show your appreciation for the referral. Tell your customer the outcome. This is also a good way to get more referrals without asking for them directly.
  • Make your customers famous … for 15 minutes. If your enterprise has a newsletter, ask customers for permission to write about their success. Then send a copy to your customer. The same can be done for local newspapers and other publications.
  • Keep lines of communication open. As in any relationship, assure your customers that you are open to all calls about everything and anything – ideas, grievance, advice, praise, questions etc. This is one ay to maintain that all-important rapport.

 Remember that people do business with people they like!

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Principles of Quality Management


Vision-based:

  • Vision will give a sense of direction.
  • Vision will motivate human resource.
  • Vision will help the organization to stay focused.
  • Without vision an organization will fail.
  • Absence of vision will lead to confusion.

 Customer-focused:

  • Open economy has given away monopoly. It is buyer’s market which is in existence now.
  • Without customers no business can exist.
  • Internal customer orientation will improve productivity.
  • One dissatisfied customer can create havoc by unprecedented actions.
  • Retention of customer is the key issue in business.

 Prevention oriented:

  • Prevention is better than cure is a well acknowledged phrase.
  • Prevention orientation will take one nearer to ‘Zero Defects’ status.
  • Foolproof prevention techniques such as ‘Poka Yoka’ are available.
  • Corrective approach calls for costly monitoring mechanism.
  • Correction does not stop recurrence.

 Scientifically approached:

  • Scientific methods are based on fundamental or derived laws of mathematics and science and hence the foundation is strong.
  • Scientific methods are well proved over the years and hence chances of going wrong is remote.
  • Use of scientific methods gives a sense of pride and improves the self esteem of workers.
  • Unscientific methods make one ti depend on the previous experience, which may bot be appropriate.
  • Logical reasoning which may not always be appropriate is avoided in scientific methods.

 Process given more importance than end results:

  • End does not justify means.
  • Proper means will ensure quality result.
  • Zero defect is possible only if the processes are perfect.
  • Process orientation will make workers more responsible.
  • Result orientation will end up with huge los as all the defects are to be rejected.

 Data-based analysis:

  • Data-based approach will always give the best insight to the problem and solution.
  • Information-based or knowledge-based approach may mislead at all times.
  • Data collection is a strenous process; however the returns will be higher.
  • In many situations the raw data themselves will provide solutions to problems or at least provide useful clues.
  • Data collected and documented for one specific purpose, can well be used for some other purpose, thus providing a databank or multiple applications.

 Continuous improvement strategies

  • No one at any point of time can say that ‘Perfection’ has been achieved. Even six sigma companies talk about 3 ppm defects. Hence there is always scope for improvement in everything. Quality improvement is a never ending process.
  • The world has become so competitive that dynamism should reflect in every facet of business, even in product development.
  • Crativity and innovation are the order of the day in business circles.
  • Established tools such as ‘benchmarking’ are available for continuous improvement.
  • Improved products will have a cutting edge in the market.

 Cost conscious attempt:

  • ROI (Return on Investment) is the performance index for any business enterprise.
  • The visible quality costs are like the tip of the iceberg. There are plenty of hidden  costs that go unnoticed.
  • Quality is free, meaning poor quality costs can be offset by good quality profit margin.
  • Affordability is the key factor for customers and profit margin is the key factor for manufacturers.
  • Prevention which could be done with $1 is missed, the failure/defects due to that will cost the company $10. the cost ratios are so high.

 Documentation for traceability

  • Stakeholders ae assured of the quality through documentation.
  • Traceability is effective and easy with documented information.
  • Documentation will amount to standardization.
  • To err is human; documentation helps in curbing human errors.
  • Role clarity is ascertained which reduces workplace confusion.

 Reward/Recognition assured

  • Recognition is one thing that every human being long for.
  • Motivation is the key factor for sustaining quality initiatives.
  • Rewards may be helpful in motivating non-performers to join quality initiators.
  • Disinterest in the job being done is the main culprit for low productivity and poor quality.
  • Human component plays a major role as compared to system component in quality initiatives.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight